Fifteen Years after a 10-year Retrospective: The State of Health Mass Mediated Campaigns

Willoughby, Jessica Fitts; Noar, Seth M.

doi:10.1080/10810730.2022.2110627

Cited by 15 publications

(6 citation statements)

References 69 publications

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“…health issues to large audiences (Shi et al, 2018;Willoughby and Noar, 2022). On social media, people can connect with others and have social networks that extend beyond geographical boundaries.…”

Section: Health Communication Awareness Campaigns and The Message Gen...mentioning

confidence: 99%

Artificial intelligence for health message generation: an empirical study using a large language model (LLM) and prompt engineering

Lim

Schmälzle

2023

Front. Commun.

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IntroductionThis study introduces and examines the potential of an AI system to generate health awareness messages. The topic of folic acid, a vitamin that is critical during pregnancy, served as a test case.MethodWe used prompt engineering to generate awareness messages about folic acid and compared them to the most retweeted human-generated messages via human evaluation with an university sample and another sample comprising of young adult women. We also conducted computational text analysis to examine the similarities between the AI-generated messages and human generated tweets in terms of content and semantic structure.ResultsThe results showed that AI-generated messages ranked higher in message quality and clarity across both samples. The computational analyses revealed that the AI generated messages were on par with human-generated ones in terms of sentiment, reading ease, and semantic content.DiscussionOverall, these results demonstrate the potential of large language models for message generation. Theoretical, practical, and ethical implications are discussed.

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Section: Health Communication Awareness Campaigns and The Message Gen...mentioning

confidence: 99%

Artificial intelligence for health message generation: an empirical study using a large language model (LLM) and prompt engineering

Lim

Schmälzle

2023

Front. Commun.

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“…Mass media campaigns (hereafter ‘campaigns’) are a common strategy for addressing public health issues. These campaigns feature a communications initiative, disseminated via mass media (which includes ‘old’ media, such as television, radio, and billboards, as well as ‘new’ media, such as digital banner advertising and social media), that aims to build knowledge, shift attitudes, and/or encourage behaviour change [ 1 ]. They are sometimes part of broader social marketing programs and/or complemented by other initiatives.…”

Section: Introductionmentioning

confidence: 99%

Mass media campaigns and the ‘file drawer problem’: A mixed methods study of how to avoid campaign failure

Kite,

Thomas,

Bellew

et al. 2024

PLoS ONE

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Mass media campaigns are frequently used to address public health issues. Considering the considerable cost, there has been little analysis of why campaigns sometimes fail. This study used a sequential mixed methods approach to explore the mechanisms that can lead to failure and to identify what can be done to avoid or overcome common mistakes in campaign planning, implementation, and evaluation. We conducted interviews and a survey with 28 public health social marketing and mass media campaign experts over three rounds of research and analysed the data thematically, generating themes inductively. We identified four systemic factors that drive success: long-term strategic thinking and commitment, understanding the campaign context, doing and learning from evaluation, and fostering strong relationships. The factors did not operate in isolation, rather good (or poor) execution in one area was likely to influence performance in another. The experts also emphasised that a change of political context could drastically affect one or more of the identified factors. Our analysis showed that campaign failures are not simply individuals making mistakes. Systemic issues throughout the planning, execution, and evaluation phases need to be addressed if campaign outcomes are to improve.

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“…Much of this debate around HOE relates to campaigns using “old” media, such as television. However, over the past 2 decades, social media have become increasingly important and commonly used for health communication [ 6 ]. “Old” media channels may be characterized as “transactional” in that they assume that the communication process between campaigner and audience is linear, sequential, and based on 1-way communication of messages.…”

Section: Introductionmentioning

confidence: 99%

A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review

Kite¹,

Chan²,

MacKay³

et al. 2023

J Med Internet Res

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Background Social media platforms are frequently used in health communication campaigns. Common understandings of campaign effects posit a sequential and linear series of steps from exposure to behavior change, commonly known as the hierarchy of effects model (HOE). These concepts need to be reevaluated in the age of social media, which are interactional and communal. Objective This review aims to update the traditional HOE for health communication campaigns in the context of social media, including identifying indicators of effectiveness and how these are conceptualized to lead to health-related outcomes. Methods We conducted a systematic review of studies following PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines reporting on the use of social media as part of health communication campaigns, extracting campaign information such as objectives, platforms used, and measures of campaign performance. We used these data, combined with our understanding of the HOE, to develop an updated conceptual model of social media campaign effects. Results We identified 99 eligible studies reporting on 93 campaigns, published between 2012 and 2022. The campaigns were conducted in over 20 countries, but nearly half (n=42) were conducted in the United States. Campaigns targeted a variety of health issues and predominantly used Facebook, Twitter, Instagram, and YouTube. Most campaigns (n=81) set objectives targeting awareness or individual behavior change. Process measures (n=68; eg, reach and impressions) and engagement measures (n=73; eg, likes and retweets) were reported most frequently, while two-fifths (n=42) did not report any outcomes beyond engagement, such as changes in knowledge, behavior, or social norms. Most campaigns (n=55) collected measures that did not allow them to determine if the campaign objective had been met; that is, they were process evaluations only. Based on our review, our updated model suggests that campaign exposure can lead to individual behavior change and improved health outcomes, either through a direct or indirect pathway. Indirect pathways include exposure through social and policy changes. “Engagement” is positioned as critical to success, replacing awareness in the traditional HOE, and all types of engagement are treated as equal and good. No consideration is being given to potential negative engagement, such as the distribution of misinformation. Additionally, the process is no longer linear and sequential, with circular pathways evident, such as engagement not only influencing behavior change but also generating additional exposure to campaign messages. Conclusions Our review has highlighted a change in conventional understandings of how campaigns can influence health outcomes in the age of social media. The updated model we propose provides social media campaigners with a starting point to develop and tailor campaign messages and allows evaluators to identify critical assumptions to test, including the role and value of “engagement.” Trial Registration PROSPERO CRD42021287257; https://www.crd.york.ac.uk/prospero/display_record.php?RecordID=287257

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Fifteen Years after a 10-year Retrospective: The State of Health Mass Mediated Campaigns

Cited by 15 publications

References 69 publications

Artificial intelligence for health message generation: an empirical study using a large language model (LLM) and prompt engineering

Artificial intelligence for health message generation: an empirical study using a large language model (LLM) and prompt engineering

Mass media campaigns and the ‘file drawer problem’: A mixed methods study of how to avoid campaign failure

A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review

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